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Good brands start with a distinctive promise to deliver a positive experience By Mary Charleson - BUSINESS VANCOUVER VANCOUVER, BRITISH COLUMBIA – Good branding is important to successful marketing. But what really is good branding? Most of us recognize it when we see it or experience it, but few of us truly understand how to effectively

Duane Knapp shapes ideals behind names Duane Knapp’s job is to get people in sometimes stuffy corporations to think about visions and develop simple branding strategies. Sounds like heady stuff, and you might even wonder if anyone takes him seriously. Someone must, since his resume of work lists hundreds of Fortune 500 companies. He has counted among his

A “genuine destination brand” is more than a marketing campaign and a logo. “Becoming a Genuine Brand requires something more complex,” says Duane Knapp, an internationally recognized brand expert and president of BrandStrategy, Inc. “Successful brands are built on a promise.” Knapp has spent three years working with the Destination Marketing Association International (formerly IACVB),

Campaign seeks to show travelers that Orange County is more than theme parks – it is home to beaches that rank among the world's best SANTA ANA, CA – For much of the past 50 years, as orange groves gave way to development, the world outside Southern California made the geographical connection to Orange County's